Take a stroll down any beer aisle, and you’ll realise that fans are investing in far more than just their favourite brew. Because, unlike the quiet sophistication of the wine industry, this culture is intrepid, defiant and unapologetically brazen. What fun!
From bold labels and disruptive marketing campaigns to a keen interest in challenging the status quo, breweries (and especially the craft variety) have nailed an approach that is decidedly anti-establishment... winning the hearts of the public at large.
Why does it work, you may ask. Well, at the end of the day, it boils down to authenticity. Because, from brooms hung across tavern doors in ancient times (signifying its availability), to today's more immersive propaganda, beer has always been about telling a story around the latest social trends.
If you’re new to the industry, branding your brew is a hard path to navigate. For starters, you’re competing with over 2,000 producers, numerous styles and thousands of labels -– so no mean task. And on top of that, how do you stand out amongst the glut of edgy narratives, wild designs and killer names bombarding the shelves?
The answer... partner with a packaging company who knows their oats... er, hops! That’s us, by the way.
Need some pointers? Then here’s an experienced look at the ins and outs of designing great beer boxes.
How to align your beer boxes with your brand
When you get to this stage of your branding, you should already have a company name, identity, slogan and logo. And, if you’re on the ball, they’ll make for a killer concept.
The next step is to ‘blueprint’ your bottles, cans and labels. From their shape and colour to the final touches, this process will set the parameters for all future designs.
Then, if continuity is important to you (and it should be), focus on reflecting your narrative at every level of your merchandising proposition by getting your gifting and protective packaging up to speed. Here are some things to think about.
White label or custom packaging?
There’s no bad choice here but, if you’re looking for big impressions, then made-to-order beer boxes are the way to go. Here are the differences between the two:
White label solutions are:
- built to industry standards
- available in sustainable materials
- brandable, which allows you to overprint them as you see fit
- a quick way of getting to market as they can be delivered within 10 working days.
Bespoke beer packaging allows you to:
- build them to your exact specifications
- have full control of the complete design
- pick out specific materials
- add in special features like windows, handles and mechanisms
- choose unusual finishes which include everything from metallic accents to embossing.
While the latter has a longer lead time and the cost will be reflective of your decisions, it gives you free rein to express the essence of your brand and, quite literally, go wild. So, if you’re all about transcending a the norm, this should be your go-to option.
Design tips that will help your beer packaging stand out
Whether you’re investing in bottle box packaging or need a beer container for cans, there are certain factors that need to be considered. Here are some tips.
Work around your products
From gifting to transit, your design should have both your supply chain and the safety of your brew in mind. Think about protective Pulpsafe inners, snug fits, and materials that are sturdy and enduring. Broken merch just doesn’t cut it when you’re aiming for brand loyalty.
Take a bold approach
Find an audacious angle. Why? Because in an industry that’s overflowing with loud declarations and unabashed bravado, being heard means dipping your toe into a different pool. To be Insta-worthy (which is, strategically, a huge part of the sales process), you’re going to have to step it up – and not just by a notch.
Making your audience say, “Mate, that’s next level”, may include:
- using standout colour combinations
- focusing on sassy or even controversial imagery
- crafting a narrative that resonates with both audiences and trends.
Stay true to your brand voice
This is essential. So, whether you’re haughtily confident or defiant and loud, you need to own it, long-term. Unlike other products, this is about selling a frame of mind.
Keep things current
Don’t shy away from seasonal or alternative themes. Just because your brand identity and voice are set in stone, doesn’t mean you can’t embrace different campaigns. In fact, if you change your beer boxes up on a regular basis, it will keep your fans anticipatory and engaged... which leads to killer sales.
Be sustainable
Make this a genuine commitment. You’re in a position to create a stir, so do it by going beyond a ‘recycle me’ sign on your packaging. Think about campaigning for our plastic-choked marine life or spearhead reforestation – and mirror it with your own biodegradable packaging protocols. From pulp ring can holders to eco-plus budget shipping boxes, and kraft beer carriers, there are plenty of (brandable) choices.
How to go the extra mile and brew success
Your containers are an integral part of your overarching strategy and can be optimised even more than you think. Here are some suggestions that will froth up your proposition:
Collaborate
Teaming up with sporting and music events or even a national celebrity and create bespoke beer boxes around your involvement.
Produce limited editions
Whether it’s your own creation or you invite, say, a famous tattoo artist to drop a design, one-off merch campaigns up the ante. After all, we live in a FOMO world!
Go hyper-local
If you’re all about showcasing or supporting your immediate community, then incorporate it into your personalisation. From using regional ingredients and championing local heroes to indulging in landmark-orientated or historic imagery, there are lots of innovative ways to differentiate your value proposition while raising community awareness.
Additional branding ideas for breweries
Think beyond the bottle (or can) and bring personalisation into every aspect of your merchandise. It’s a great way to create a culture – and yes, your fans will subscribe to all of it.
These are the big sellers:
Branded aprons – wearing your favourite beer is a biggie, so get them ready for those summer brewery tours!
Bottle carriers and shopping bags – not only do these ensure a seamless (and breakage-free) shopping experience but, if your designs are iconic, they’ll be used indefinitely, thereby extending product visibility.
Barware – from bottle openers and bar blades to display buckets and beer glasses, you can optimise brand recognition is just about everything you do.
A final heads up
Here are some last-minute pointers that will keep you on track.
- Take risks – they might legendise you.
- Raise the bar – it’s all about staying on trend.
- Know your audience – tap in on their lifestyles, habits and eccentricities.
- Be where it’s at – engage with the public; they’re looking for immersive experiences.
- Narrate the journey – let your fans buy into your story.
- Make sure your packaging and gifting speaks volumes – it creates more sales than you think.
We make branding for breweries easy
At WBC, we’re here to make your personalised packaging stand out from the crowd, offering a wealth of experience in both bespoke and white label products.
Partner with us and we’ll:
- Get to know the ins and outs of your brand.
- Offer a wide range of transit containers, gifting and barware specific to your industry.
- Help you pick the right beer boxes for your products.
- Provide our design expertise free of charge.
- Have your white label products printed and delivered within 10 working days.
- Work with you to create bespoke concepts that will transcend the norm.
To find out more, call our team or make an appointment to visit our showroom and chat to a key account manager.
